Sacramento daily record-union. [volume] (Sacramento [Calif.]) 1875-1891, 1887-10-21
A NEW WAY TO ADVERTISE CALIFoR
MIA

concerning the southern portions OF the
State. There is probably no instance on
record Of any region of country that has
been 50 successfully and intelligently adj
yertised to the world as that properly
known rs Southern California.
The truth of this is manifest daily to
whoever sees fit to receive the evidence.
The great mass Of tourists and immigrants
coming into the State appear to have very
little intelligent knowledge of the central
and northern sections; 60 little, indeed
that the most of them are deaf to any rep
reservations made after arrival here. ex-
cept those that relate to the South. We
must accept this as a fact against which
no sort Of reasoning or explanation is of
avail.
1t remains for the people of the central
and north regions to bestir themselves to
mend matters. The area they occupy has
capacity for two millions or more of indus
trious people. Its soil and climate, pro-
ductions and general desirability are second
to none and superior to most parts of the
State. The population to the square mile
Is, however, now so greatly below what it
should be, by reason of our former content
and our non-invitation to thestranger, and
is increasing SO slowly compared to the
influx into the southern regions, that the
progression amounts to rebuke for our
lack of energy and spirit. Having the
resources and climate to Justify even
greater effort, and to insure larger meas
ure of success than attended our brethren
OF the South, it is now simply question
of making them effectively known We
can employ every agency to this end that
has been enlisted by them, and some which
they are unable to command. The ques-
ton is, will we avail of them early or late
for eventually they will be utilized.
The organization of the State Board of
Trade is powerful agency in the interests
Of California, but it must have the hearty
encouragement and liberal support of the
people, and as human trust must be re-
posed somewhere in all such efforts to adj
vance the cause of the State, it ought to
rest confidently with that Board, the i'm
migration organizations and the Improve
ment Associations. They must be supplied
with the funds necessary to carry on their
work, and trusted to disburse them to the
very best advantage. They must not be
sent begging for support. The spirit of
timidity, not to say closefstedness, must be
displaced by broad liberality on the part
of every man at all able to contribute, if
We expect to succeed. The owners of lands
must be brought to realize that there is very
much more for them to do, than put price
upon the soil Broad-mindedness must be
cultivated and every remaining manifesto
ton of sectional Jealousy crushed out
though happily little of it now exists. 1t
must be from this time forward, a union of
effort for the whole region,supplemented by
such local efforts in each county as the
progressive spirit may support
And thissuggests that among means which
may be employed most effectively, is the
pictorial presentation of the country at
the East the address to the eye by OBJ
ject lessons. Pictorial advertising is more
and more employed daily, and there are
few, if any, businesses of importance in the
country that do not avail of it. One of
the means that would, we submit,
prove Immediately useful, and would be
the employment of the useful optical ap-
paratus known as the magic lantern. but
popularized under half score of more
pretentious titles, such as sciopticon, photo
opticon, stereopticon, etc. Give of the
central countless" for instance-more if
possibility an investment of $4,000, the
share of each being mere nominal sum in
view OF the benefits to flow from the effort,
can equip Photographic stereopticon ex-
hibition of Central and Northern California
cities towns, farms, vineyards, orchards,
homes, products, scenery, etc Under
competent lecturer with single assistant,
tour through the East for three winter
months, with these views photographed
from nature, and bearing indisputable evil
dences of verify could be made for the S..
600, and hundred exhibitions given freely
within that period which would be wit
messed by 100000 people. We have such
4 wealth of subjects, picturesque and ma
jeStic curious and delightful scenery; such
marvellous examples of soil production,
etc, as to afford the widest scope for selec-
ton of views that will accurately and at
tractively present the region to intelligent
people.
That this valuable agency in the art of
advertising is employed already by real es-
tate agents, by excursion and transporta-
ton companies, and even by business
houses IN various parts of the country,
proves its feasibility and great usefulness
Ii Is OF the same order of advertising en-
ployed by Southern California when it
sent lecturers eastward and by Florida
which rolled car ladened with exhibits
up and down through the country; and it
is OF the same nature, though far more
economic, as the citrus and other exhibits
we have made at the East, and will reach
and address vastly larger number of peo-
pie than any Of these
Not MANY years ago a citizen of this
state on his own account, and to his profit.
Travelled throughout the East giving Can
tern views and lectures upon the scenery
OF the Yosemite valley and the upper ST.
erras, and at round price of admission
never failed to have a crowded house. We
nave been at some pains to get at
details and to ascertain the cost ef
such venture. A superior instrument
with all the best mechanical and optical
appliances can be had for $780, and the
necessary views can be taken and mounted